Bringing the ABC together

Having started to think about your customer, you can start to frame your email.

We use a formula called an I We U, which has about an 80 percent success rate.

The ‘I’ – is the intent of the meeting, the ‘We’ is the process or the informal agenda of the meeting (hint: keep it short) the ‘U’ is the value that the other person will get out of their meeting with you.

Sometimes, just the ‘U’ is enough to get the meeting.

It takes time to do your analysis and think about what the other person will value, but the alternative is sending out generic sales emails which have around a 1 per cent hit rate (if you’re lucky).